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Over 80 per cent of IAB Events are free to members. Over the years, the IAB has welcomed a range of high profile speakers including Sir Martin Sorrell, Bill Gates, Stephen Fry, Jimmy Carr, Dara O'Briain, Louis Theroux, Dave Gorman and Rob Brydon.

For the third consecutive year the IAB’s Social Media Event will provide attendees with thought provoking, innovative content that will inspire and excite attendees about this ever evolving and growing space.

The Social Media Council will help to inform and educate delegates about the importance of a robust, well thought out, relevant social media strategy through brand new case studies, research and first hand insights. The event will take place at the stunning Shoreditch Studios in the heart of East London, and is sponsored by branded video content company, goviral.

This event is a must for the socially experienced marketer looking to enrich their social media strategy as well as offer those practitioners new to social media a wealth of inspiration. A not to be missed afternoon for anyone interested in learning more and stretching themselves further in this exciting medium!

The next mass medium should be called social mixed media. It consists of all previous media in one, mixed in new and increasingly amazing ways.

While the big screen might still be in the living room, under the surface social media is boiling and it is the young, the digital native, who drives the change. They consume on demand and opt in and out as they like – and the older and affluent are the followers. By 2015 generation social will be the single largest consumer group on the planet and they further carry tremendous influence on the purchase behavior of others.

It is in this reality advertising has to take on a new role. Mads will examine how we move advertising forward to engage, impact and give generation social a reason to be receptive and opt in. The focus will be on engaging formats that deliver high impact experiences like branded entertainment, opt-in channels and utility for the consumers.

Each year Headstream ranks those brands that are leading the way in social media with its Social Brands 100 ranking. Great Britain’s brands made a strong showing in this year’s global analysis of social performance, accounting for thirteen of the top twenty brands.

Julius Duncan, who leads the Social Brands 100 ranking, will outline what sets these ‘elite social media athletes’ apart from the rest of the field, and what other brands can do to emulate them. Tom Rainsford from mobile network operator giffgaff, which ranked third in 2012’s Social Brands 100 and fourth in 2011, will give his perspective on how giffgaff has maintained its social media performance, and what challenges he sees ahead.

2.30-2.50pm

How to be a must follow-brand in social

Nadya Powell, Director of Social and Emerging Behaviours, Dare, Vicky Garfitt, Digital Marketing Manager, B&Q and Katie Doble-Birch, Head of Social Media, Barclaycard

A huge amount of attention is given to Social Strategy, Measurement, ROI, technology, process - hardly anyone talks about Social content. But without compelling content, it does not matter how great your strategy is - no-one will engage with you. This session will give you 6 tips on how to create content which ensures you will be a must-follow Brand in Social. Each tip will be brought to life with examples of how Businesses of all types have achieved this and two in depth case studies from B&Q and Barclaycard, straight from the horses mouths.

Break 2.50-3.10

3.10-3.50pm

Case study sessions:

Samsung: Being A Team Player:How social helped Samsung establish a flourishing online football community by rewarding an amateur with a pro contract: Rob Salmon, Director of Digital Marketing, Torchbox

Driving offline purchase through social with video couponing: P&G’s aim was to make their existing video content work harder by adding interactivity and posting within Facebook so that viewers could click on hotspots to print off coupons that could be redeemed offline in store at Tesco. The concept was trialled within the Febreze UK Facebook page with great success and has since been rolled out to other P&G brands such as Fairy. The campaign has been shortlisted as Brand Innovator of the Year in the Marketing Week Engage Awards. Russell Goldsmith, Digital & Social Media Director, markettiers4dc Group and Stuart Sankey Sales Director, Coupons.com

Proving the value of a Facebook fan:Discussing how to solve the problem of putting a value on a Facebook fan, both in terms of advocacy as well as monetary value by sharing results of some recent research by We Are Social on Bulmers social presences and additional research commissioned by Bulmers with TNS: Doug Cook, Brand Manager at Bulmers & Seb Robert, Senior Account Director at We Are Social

3.50-4.10pm

What brands can learn about effectively using social media from sports clubs: Lewis Wiltshire, Head of sport, Twitter

Sports fans are some of the most passionate users of Twitter, and the second screen is a dominant part of the experience when watching big games on TV. As a result, clubs, leagues and other sports institutions are becoming ever more innovative - with teams using platforms like Twitter to reach and engage with an increasingly global fan base. What can brands learn from the progress and innovation of the dominant players in this exciting genre? Lewis Wiltshire, the Head of Sport for Twitter UK, discusses how the leading sports teams in Europe and beyond are maximising the opportunities Twitter offers.

Break 4.10-4.30

4.30-4.50pm

Launching a music phenomenon through social

Paul Coffey, Industry Leader, Agency, Google

4.50-5.10pm

How the Met Police make the most of social

Lizzie Murray, T/Information Officer Social Media, Met Police

Why do the police use social media? Well, for more reasons than you might at first think. Find out how the Metropolitan Police use social to talk to Londoners and in doing so help combat crime and keep people safe.

5.10-5.30pm

Social Brands – a “luvvies” guide

Dave Coplin, Chief Envisioning Officer, Microsoft

Eighteen months ago, Bing UK (the UK team behind Microsoft’s search engine) made a very difficult decision and decided to separate marketing from social media and embarked upon a journey to discover whether it was possible to create genuine engagement with a growing tribe of followers and intrigued searchers, a truly social brand based upon principles of enchantment, transparency, and authenticity. The Bing UK team empowered a bunch of social media purists in the attempt to grow an audience representative of the product, an audience that were fun, engaged and informed.

We think we’ve learnt a lot and have some great ideas for what we want to do next. We’re happy to share our story, we have some great case studies and a few handy hints and tips to hopefully save others some time and heartache, but most of all we’d love to be part of a broader conversation of what makes social brands work.

We don’t claim to have all the answers, but we do have some of the scars, laugh lines (and matching wrinkles). Of course there were cynics, there were non-believers, there were moments of doubt, but looking back on all we have achieved it feels like we made the right choice – but that’s the thing with social media, you never really know do you? Come and join us in the discussion and see if, together, we can figure it out.